A joint investigation was conducted by HubSpot et Meltwalter with 1,269 social network marketing players in Europe, the Middle East and Africa, to bring out the 10 social network trends in 2023. More than twenty sectors of activity make up this study, in structures of all sizes, allowing to obtain a global vision of digital marketing. Discover the key trends for this year.
1. The importance of interactions on social networks
For many months, marketers have been striving to create active and loyal communities on social networks. 90% of them are convinced that this is one of the key elements to put in place in a digital marketing strategy. These objectives in terms of interactions take precedence over the number of subscribers, traffic to the website or even marketing leads.
2. Direct Selling in Social Apps
Nearly 80% of the actors questioned in the study believe that consumers will buy products more often within social applications, rather than on e-stores like Amazon. Meanwhile, 3 in 4 marketers agree that most brands will sell their products directly in social media apps in 2023.
3. Customer service also goes through social networks
Customer personalization is a big trend in marketing right now. The same is true on social media. More than 70% of professionals surveyed say their company provides customer service on social media. 81% believe that customers will, in the future, favor this type of channel for their requests and feedback.
4. A necessary presence to respond to searches
Consumers are increasingly searching for brands on social media apps. The notoriety of companies also passes through this channel. This is why it becomes crucial, according to industry players, to optimize online profiles in order to respond most effectively to customer searches. 84% of marketers believe that consumers will search for a brand more often on social networks than via a traditional search engine.
5. Micro-influencers increasingly involved
Celebrities have less and less of the wind in their sails in the field of influence. Online marketing professionals increasingly tend to prefer micro and nano-influencers, with less than 10,000 subscribers, but with very close-knit and united communities. For 2023, the inclination is therefore to bet on the proximity of these small influencers, rather than on the hundreds of thousands, even millions, of subscribers of planetary stars.
6. TikTok booste les formats courts
The arrival of TikTok, and the way in which the application has imposed itself on the social media market, has shaken up the hierarchy and the way of consuming content. The short video format supplants the others, especially in the field of marketing. 8 out of 10 professionals believe that Instagram Reels and videos posted on TikTok are more effective than any other format.
7. Greater reach across multiple platforms
It’s been a long time since internet marketing happened on a single platform. The multiplicity of uses invites players in the sector to be present on the main social networks. And especially the latest ones. TikTok is one of them, and it is an important development point for digital marketing, with enormous advertising reach, but still limited brand presence. Half of marketers surveyed in the study plan to use TikTok for the first time in 2023, although the majority believe Instagram remains the number one platform in terms of ROI and interactions.
8. Larger digital marketing budgets
The budgets allocated to digital marketing, in particular on social networks, prove that this is indeed one of the major areas of development for brands. This type of communication has gained in importance, especially since the Covid-19 pandemic. And it’s not about to stop. In 2023, 46% of structures plan to devote a larger budget than last year to their marketing operations on social networks.
9. Authentic communication to identify with
Like communities united around micro-influencers and driven by customer personalization, the trend in social media marketing is leaning towards a closer connection between consumers and their brand. 6 out of 10 professionals believe that it will be appropriate, in 2023, to devote a larger budget to the creation of content with which customers can identify.
10. Content adapted to each platform
Communicating on Twitter, LinkedIn or Instagram is not the same thing. Marketing on social networks involves being familiar with the specificities of all the platforms and adapting your communication to the format and tone of each of these channels. More than half of marketers modify their content to closely match the style of the social network used. 29%, meanwhile, create content specific to each platform.
To go further, find all the results of the survey in downloadable report.
2023-05-15 10:38:58
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